April 28 to May 3, the seventh held in Hangzhou, China International Animation Festival, China‘s first cartoon published Blue Book, which reveals information that led to public concern.
To replace Japan as the world‘s largest producer of animation, the animation industry of how to "growth" to the animation industry "development" come up? Has taken shape in the north, northeast, east, central, south and southwest of six animation industry development area, based on how to avoid similar animation industrial park functional orientation, and cultural content is not high? In 2010, nearly 2 billion China-made animated film at the box office, there are 127 million from the "Goat and Big Big Wolf of the tiger", how to break the "independence sheep" phenomenon?
The rapid development of the animation industry as a "leader", Hangzhou, explore, and perhaps inspire some thoughts.
2010 data show that the country create and produce animated: Hangzhou animation production for the second consecutive years, ranking first in the cities; 23 national animation industry base in Hangzhou High-tech Development Zone Industrial Park 3 consecutive annual animation first place; domestic original animation film making the production of the top ten institutions, enterprises in Hangzhou animation 4.
Production of original animation from almost zero, there is no capacity to produce the complete works of animation and game, to the country‘s total annual production of animation 1 / 6, into the animation industry "golden development period", in Hangzhou in just 6 years.
Hangzhou animation reaches a certain "quantity" of accumulation, but also for the "quality" efforts. United States this year Oscar "Best Animated Feature Film Award", finalist for the first time Chinese works - animated film "Sands Dreaming City" by Hangzhou animation company Shengshi Long Drawing, in the second half will be broadcast in the United States animated movie channels.
"In India, many parents take the name of his daughter ‘Haiying‘, which comes from our cartoon" Magical Oz "in the name of the little girl protagonist." Zhejiang Zhongnan Group Co., Ltd., a leader cartoon film proud to say that China‘s domestic exports to the original cartoon is not only foreign, but also created a great cultural appeal.
Has three attended the China International Cartoon and Animation Festival in the Pine Valley General Anime Expo Xiao Zheng, the China International Cartoon and Animation Festival of scale, rich content, "wonder and envy." He said, especially for the animation industry in the development of the local government attention and support, and left a deep impression.
Government driven, business-led force, market allocation of power, "three of the one", constitutes the unique development of animation industry in Hangzhou mode: to permanently settled in Hangzhou, China International Animation Festival as a platform to the country‘s leading industrial support policies for the protection, the famous, famous enterprises, schools as a support to both domestic and international consumer market-oriented culture, to promote the production of animation creation and prosperity, to extend the industrial chain.
First introduced in the country‘s animation industry support policies in Hangzhou last year, re-launched the "New Deal", especially focus on the "great loss." According to Hangzhou animation to do, the "New Deal" of animation projects focus on supporting a maximum of 15% of the actual amount of investment funding, more than 10% of the original policies to further improve; recommended by the state departments of outstanding works of original animation games, awards to improve to 20 million; on multiple broadcast television ratings a good cartoon, and then every 100,000 to 200,000 yuan reward to encourage enterprises to improve the animation quality and value.
2010, China produced more than 220,000 minutes of animation, the number has been "super-rush at the United States", as in the world. But compared to the United States up to the animation industry output value of more than 2000 billion U.S. dollars, Japanese anime products occupy 65% of world market share of animation, "anime power" of the road yet to be explore.
At present, many provinces have established national animation industry base, small and medium enterprises mushroomed animation debut, but the real competitive, there are a few of profitability. Li Yang, vice chairman of China Animation Group Limited, said: "Currently most of the animation companies are ‘small, scattered, weak, poor‘, and fewer brands, fewer special technology, which is detrimental to the development." Chairman of Central cartoon Wu Jianrong also believes that the core of the animation industry is to create culture, not be accomplished overnight.
Insiders jokingly, the Chinese animation industry in recent years, harvest of a "sheep" (Goat and Big Big Wolf series), but it fell down numerous "cat" and "dog", cultural influence, market appeal The cartoon image is very small. China‘s animation production needs, "few minutes" about production, but more the number of columns about the good-known film, forming a number of hard dollar value.
Find Chinese animation own profit model, identify the cartoon animation industry chain enterprises in the appropriate location, Hangzhou, animation companies have been exploring. Central cartoon animation industry chain in the elongated, develop derivative products move faster. Currently, South Africa has cartoons more than 10 domestic toys, stationery, children‘s products business cooperation, through the cartoon image of the license, driving sales of more than 20 billion total. Central cartoon derivative products also try to "implant" the simultaneous development of model animation, broadcast animation, as in the CCTV, "the world‘s best fighters", the play‘s "Best gyro," Sync market, and soon became the favorite toys for children.
Is the original 3D animated film production Guoneishoubu "Quintana Legend" Zhejiang CASINO Media Limited, is exploring "Internet + animation" in the industry and growth of the road. Li, head of refining, said unlike many animation companies "first push works, do market", Zhejiang draw upon to build the first-line called "World Box" online community for young people, the accumulation of popularity and brand influence, then made to "box the World," animated movie. Formally launched in 2009, "box the world" now has 28 million registered users. Li Lian said, "This network platform provides us with the best communication channels, it also brings the potential of quality consumer groups, for every 10 registered users as long as one to see our animated movie, box office receipts can be quite substantial. "